ExCeL London rebrand

Creating a brand that reflects a talented and committed team.

What we did:

  • Brand design
  • Brand guidelines
  • Simplified guidelines
  • Illustration
  • Environment design


London’s largest event venue is a company built on strong values demonstrated by an amazing team of people. But their current brand guidelines were too corporate and didn’t reflect those values.


They needed a new identity that reflected their commitment to delivering great events for their clients.


The ExCeL team seamlessly pull together massive events. We needed to find out how. We spent time with them so we could really bring the brand to life.


Bold colours and typography add personality to what was previously a very corporate image. A new illustration style shows ExCeL at the heart of one of the world’s most exciting cities — and can be infinitely extended.


We simplified the new identity into a set of guidelines so the team can make the most of their new brand.

“From the outset, Matt and his team really took the time to understand our business and have worked in partnership with us. They brought enthusiasm, unique ideas and a fresh approach to producing our new brand guidelines and we are delighted with the end result. We look forward to continuing to work with Integral to shape the future of ExCeL’s marketing campaigns.”

— Head of Marketing & Communications, ExCeL London